Weishi is a short video social app launched by Tencent in 2013, allowing users to create and share 8-second videos. With 24 million registered users, it competes with Meipai in the Chinese market and is utilized by brands for creative marketing campaigns. The platform's integration with Tencent services facilitates user engagement and content amplification, benefiting both creators and brands.

1. new chinese social media:
weishi
An introduction by Totem Media.

2. what is weishi

3. whats weishi
A Vine-like social app that features
8 second videos, owned by Tencent,
launched in September 2013.
As Pictures & short videos are the
key trends at present, wEISHI
captures audiences’ attention by
introducing an innovative tool to
help users share their moments. it
SUPPORTs SHOOTING, EDITING, AND
SHARING. it has been helping videos
go viral on WeChat, Weibo and OTHER
SOCIAL MEDIA. In China, IT competes
with Meipai for the ‘short video’
social app market.
Lately, bRANDS have also been Using
IT FOR events, campaigns, & micro
films…

4. WeiShi Is
an audio+
video app
24(“vine for china”)
m
users

5. Sept, 2013
Launch
24m
users (China)
Early, 2014
Source: Weishi Internal Report, March 2014
Meipai Vine
8m
MAU
Early, 2014
April, 2014
Launch
June, 2012
Launch
Overview Of The Market
Source: Vine Internal Announcement
30m
users (China)
Estimate
40m
users (global)
August 2014
na
Not Disclosed
Weishi

6. Tap to Shoot
Hold to Shoot, Release to Stop
Processing Bar
At Least 2 Seconds
Back
Sound On/Off
Face Beautification,
Watermark &
Background Music
After Effects
4 Shooting Modes
How To…

7. 5 steps to shoot, edit and share
1 2 3 4 5
Tap to Shoot Add Filter Add Watermark Add Background Music Share
70% of shares are to WeChat.
(According to Tencent)
Choose from16
filters
Choose from
20+ stamps
Choose from 50+ pieces
of background music

8. 8 Seconds Weishi
Short Video Support Various Editing Effects
Long Video
Support 8s+ Shooting
Slideshow
Local Video
4 Shooting Modes

9. Account Name & Profile
Introduction of the Story
Comments
Viewer Count
The Post
Total Number of
Reposts, Comments &
Likes
Repost, Comments, Likes
& Sharing
Weishi - A Post

10. Navigation
Original Posts & Reposts
Discover
List by Interest
Featured - Banner
Push Content & Promotion
Notification
Including Mentions, Likes and
Private Messages
About Me
My Weishi
Homepage
List of Originals
Weishi - Key Functions

11. user analysis

12. 24m registered users, 8m MAU, and 4m daily active users
Source: Weishi Internal Report, 2014
Who Uses It

13. 40+
6%
35-39
8%
30-34
11%
24m
Registered
users:
0-17
12% 56 : 44
25-29
27%
18-24
36%
male
63%
female
18 - 29 year-old
Source: Weishi Internal Report, 2014
Who Uses It
age
distribution

14. User Profile
He is in his mid-20s,
graduating from a top
university in China, and is now
working in a 2nd-tier city,
married with a 1-year old
child.
He’s fun and creative…
talented in cooking, singing,
and fond of taking photos
and making short videos.
Stories about baby, pet, and
novel & interesting things
capture his imagination.

15. 2,000+ Celebrities + 4,000+ Creators
Source: Weishi Internal Report, 2014
• Beauty
• Fun
• Talent
• Food
• Singing
• Dancing
• Creative
• Baby
Create & Share

16. Within The Tencent Network + One-click sHARING TO oTHER nETWORKS
Source: Weishi Internal Report, 2014
Tencent Weibo
Tencent Video
QQ
WeChat
Tencent News RenRen
Douban
Weibo
Channels To Share

17. how brands use it

18. 1. Customised Content
2. spread/share
Background Music Watermark
Celebrities Talents
Hashtag Flash Screen Hashtag Promotion Recommendation
Brands can use it for unique & customised
content for product intro, PR for events…
Brands can create buzz and expand influence by
catching on to current hashtags/campaigns, or
even having them participate in…

19. Voice of Weishi
(The only recruitment channel for Voice of China)
- Tencent Video original programme;
- Time: 26 Mar ~ 10 July;
- Content: less than 5 minutes video + campaign label;
Voice of China partnered with Weishi to
promote it’s show and interact with it’s
audience. Together, Voice of China and Weishi
did:
Weishi Ranking List
Weekly/Overall Ranking List With Best Voice
Auditions Watermark & Default Label
Identity Authentication & All Related Content Present
National Fans Group
Repost/Like/Vote…Make Your Idols Participants of Voice of
China
Announced Breaking News on Weibo Hot Topics
Promoted on Weibo to expand influence
Create Hot Topics on Tencent network column “Us”
Comment From Professional Angles
3. Event Co-operation

20. Case Studies

21. Lee: Let’s celebrate!
Lee created 16 pieces of original creative videos with it’s 125th anniversary celebration theme;
Promoted by “Hot Topics”, “Hashtags”… for increasing clicks and followers;
To involve their audience, users who uploaded their original short videos received rewards such as QQ Red
Diamond, limited T-shirt, LOLO camera, and even a suit of limited 125th anniversary clothes(special award).
Official Short Video UGC 125 Lee Years

22. Weishi: Countdown Party
Weishi held an online countdown party for the coming new year;
A breakthrough of traditional evening party with creative performance by celebrities and talents;
A virtual & creative stage built by customised watermarks, hashtags and channels.
Greetings from Celebrities UGC Content on CCTV
• 50 million total interactions;
• More than 2 million interactions per hour;
• 80+ celebrities greetings;
• Creative battles among hundreds of talents
• 150,000+ original UGC content
Many TV programmes adopted new years wishes videos by Weishi users,
which promoted seamless linkage between traditional media and social
media.

23. Weishi: Double Festival
Wish held an online campaign for both Valentine’s day and Lantern Festival on 14 Feb, 2014;
Both celebrities and common users posted on Weishi for Festival Greetings and celebration;
Video playback amount in a single day reached to more than 160 million.
UGC Celebrities on Weishi

24. Weishi: The Ice Bucket Challenge
An activity about those dares dumping a bucket of ice water on head, and nominating others for participation for
public awareness of ALS & donation for research;
Fun, with lots of celebrities and attention through sharing on social media, especially video app;
Weishi promoted it on its Activity Channel and called on audience to record & share their challenges
Banner Promotion UGC Celebrity Customized Hashtag

25. Weishi: Requesting Music Campaign
Jointly cooperated with QQ Music for Online Requesting Music Campaign;
Request a song on Weishi by a singer you like, and name her/him on Weishi;
More than 70 celebrities participated in the online campaign, like Angela Chang, Karen Mok, and Lang Lang;
More than 10 thousands request videos were generated in a very short time after campaign was launched.
Interactive Content from Angela Chang Interactive Content from Karen Mok

26. Chopsticks BrotherS: Little Apple
The only post of Chopsticks Brothers on Weishi for the promotion of their new film;
The video called “Little Apple” with dance and music went viral in a very short time with millions of imitations on
social media.
Chopsticks Brothers Jacqueline Luuli KOLs Xiaomi Creative Video UGC
The only post by Chopsticks Brother helped to gain 159,576 followers, 6,223,000 video
views, 26,275 likes, and 15,862 reposts.
Adaption works on Weishi exceeded 200,000, total video view amount exceeded 40 million.

27. Macro: Creative Stop-motion Animation
An offline & online campaign held by a pencil company - Marco in The Place, Beijing;
Download Weishi, and take 32 photos of Marco hand-painted works according to the guide, participants could
create an 8s stop-motion animation;
He who walks out of the video (Karen Mok) will be the guest of a talk show “Da Pai Jia Dao”.
Stop-Motion Animation Live campaign

28. DELL: “Fast Enough? Challenge me!”
Jointly cooperated by Dell for an online campaign in January, 2014;
To create videos demonstrating the concept of being “FAST”;
Videos were watermarked or hashtagged to promote DELL;
Participants would get the chance to win tablets and other awards.
Customized Video Content Exclusive Channel Customized Watermark Customized Hashtag

29. Xiaomi: Weishi Public Account
The official account for Xiaomi hosts videos on product knowledge, campaigns, and creative/inspiring videos;
Xiaomi has more than 437,000+ followers
One particular Weishi post exceeded ten million video playbacks
Xiaomi College Creative Video List of Winners Xiaomi Show You Space

30. key insights on weishi
1. Access to Creators
Weishi is an intriguing resource for developing branded content with talented creators.
Celebrities and individuals (users) can be activated to participate in unique experiments.
It’s potentially a great resource for brands that need more localised expressions of the
brand.
2. Video is Engaging
Video is the paramount creative format on social media (better than text and pictures) -
and therefore most likely to yield customer engagement and participation.
3. Amplify
Compelling contents get shared and the buzz surrounding great brand videos provide
great opportunities to generate “Word-of-Mouth” …and low-cost viral reach/awareness.
3. Tencent Ecosystem
Owned by Tencent, Weishi takes advantage of strong links to WeChat, QQ, Tencent
Weibo, QQ Zone. Its useful to map out the content pathways to maximise opportunities
for exposure.

31. totem media
contact us
Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem